Where U.S. and U.K. Donors Align

Despite living on opposite sides of the Atlantic, donors in the U.K. and U.S. share largely similar giving habits:

• They are loyal supporters: More than half of the donors surveyed in both countries told us they tend to give to the same organizations year after year (57% of U.S. donors and 61% of U.K. donors).
• They prefer to stay anonymous: A majority of donors (69% in the U.K. and 62% in the U.S.) prefer their charitable gifts to remain anonymous. However, some U.S. donors are more comfortable with public recognition; for example, 33% say they do not mind being acknowledged, compared to just 8% of British donors.
• They discover causes organically: Instead of actively researching charities, 62% of American donors and 56% of British donors say they frequently discover charitable causes during their day-to-day activities, such as through conversations, events, or online.
• Planned vs. spontaneous giving: Both donor groups show a mix of planned and spontaneous giving styles, but U.S. donors are more likely to plan ahead. About half (52%) report pre-planning their donations, compared to 35% of U.K. donors. This suggests that charities looking for donations from American donors might benefit from sharing their giving calendars, impact reports or campaign timelines to engage pre-planners.

Giving Differences in the U.K. and U.S.

One of the most notable differences among U.K. and U.S. donors lies in where these two groups direct their donations. For example, 64% of American donors focus their giving on local or national causes. This contrasts with 45% of British donors, who say they do the same. In comparison, 36% of U.K. donors say their giving is split evenly between local and international charities.

This does not mean Americans are disinterested in international causes. Rather, it may reflect geography and culture. The U.S. spans thousands of miles. So, for example, for some donors based in New York, donating to the California wildfires may feel just as distant as donating to many countries abroad. Meanwhile, British donors may feel more naturally connected to international issues due to the U.K.’s smaller size, proximity to Europe, and global historical ties.

However, despite geography, the main factor influencing these donors’ behavior is the same, feeling a strong connection to a cause or area. If donors feel their values align with an organization’s mission — and that their gift will make a difference — they are more likely to give, no matter where the cause is located.

Key Takeaways for Charities

• Consistency matters: Cultivate donor loyalty by regularly showing impact.
• Respect privacy preferences: Offer opportunities for anonymous giving, but tailor recognition options based on donor comfort.
• Stay visible: Meet donors where they are — social media, events, or personal networks — to spark organic engagement.
• Plan with purpose: Especially for U.S. donors, structure campaigns with clear timelines and giving goals.
• Global giving takes storytelling: To reach American audiences with international causes, create compelling narratives that build emotional connection.